NEWS 01 09 2018


Mercedes M-Klasse

Sonic DNA: How Technology Fuels Creativity

Music and sound are essential tools for creating a strong emotional loyalty between brands and consumers. Ric Scheuss (Chief Client Officer, TRO) will share insights on the impact of music and sound as part of a strategic branded world building. The talk will shed a light on the tension field between human creativity and AI and the design of a machine learning algorithm that is capable of measuring and predicting target group specific emotions evoked by music and sound.

Join us at NEXT Conference & Reeperbahn Festival: Ric Scheuss talks about AI, creativity and holistic sonic branding in the keynote “Sonic DNA: How Technology fuels Creativity” and the panel “Creative Tech” right afterwards at Schmidt Theater & Schmidts Tivoli

Tro Sonic DNA

Music intelligence for the objectively best brand sound

Our ambition

Brands thrive on emotions. Emotions generate loyalty. Nothing conveys emotions and tells the story of a brand more effectively than music and sound. Identifying, composing and producing dangerously effective music and sound for brands is our ambition. In an efficient sound-branding process, we determine the brand music that accurately fulfills your brand equity definition. Free from any gut feeling, without the bias of subjective taste and time-consuming discussion. In short: objectively attestable and with evidence previously unknown.


Two and a half years of intensive cooperation with the University of Applied Sciences in Duesseldorf and the University of Osnabrueck have paid off. With the launch of TRO Sonic DNA, we are entering the future of auditive brand management on the basis of valid data, artificial intelligence and analytics. The innovative attribute in sound branding is: Objectivity. Thanks to TRO Sonic DNA, we are in a position to accurately translate the emotional character of a brand personality into music and sound.

The difference

Research into how music works emotionally has been done for a long time. The relevant sciences have long been occupying themselves with self-learning algorithms that identify and classify emotions in music. We are the only sound branding agency that combines music and sound theory with data intelligence and automatic learning – and applies this to brands.


NEFF Sonic Branding
Somat Brand Song
Eurowings Brand Song